MERCADEO Versión en español
Richards/Lerma creates new campaign for Encanto Pops full of Mexican flavor
Manuela Walfenzao| 6 de abril de 2016
Richards/Lerma made Encanto Pops’ latest campaign. The concept revolves around authentic Mexican flavors. Some irreverent graphs illustrate the idea that promotes the ice cream shop located in the Bishop Arts District in Dallas “The goal of the campaign is to promote our real and authentic flavors. Encanto Pops is proud of being Mexican and our popsicles follow traditional recipes. We try to convey this message, together with the brand’s unique personality tone. We are sure the concept will have a great impact and will be memorable. The ice cream and popsicle segment in the U.S. has developed in the last few years and there is an increasing demand. It is similar to the moment when cupcakes and doughnuts became a huge trend. Now, the time has come for ice-cream popsicles” said Diana Díaz, Founding Partner of Encanto Pops.”The idea is to capture the fact that Encanto brings the best of Mexico in a frozen popsicle: its flavors. In this case we are using two iconic Mexican images, La Catrina and a Mariachi in a unique way. We create strong and original images that align with the brand” explained Guillermo Tragant, Creative Director at Richards/Lerma.Aldo Quevedo, Principal and Creative Director at Richards/Lerma, added that they are very proud of the creative development. “Conceptual work was achieved with special attention to details in art direction. The pieces can be read very fast and are memorable. I can’t wait to show them to the consumers.”
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